In 2020, the COVID-19 Pandemic changed the way we experience connection. When graduations were being postponed, limiting capacities, or going online, we wanted the Bumpers College students to feel supported. Challenges can often present unique opportunities for digital creativity that has purpose and meaning.
To do this in a connected way, our team created a hashtag to connect alumni, students, friends, and families. This hashtag was adopted and utilized by the University of Arkansas across all colleges.
Over the course of 2 weeks this campaign rendered the following results:
Our team wanted to create a theme that would have flexibility and improve brand recall. We wanted something that would resonate with Gen Z and especially perform well visually on Instagram. In addition to visual images, we included a video series from Bumpers Alumni featuring how Bumpers College propelled their future.
During the first six months of this campaign creation and implementation it accounted for over half of the applications submitted that were attributed to social media.